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SEO 101: TIPS AND TRICKS FOR SEARCH Dennis Goedegebuure, Natural Search Marketing Specialist
AGENDA ,[object Object],[object Object],[object Object],[object Object],[object Object]
WHAT IS SEO? ,[object Object],[object Object],[object Object],[object Object],[object Object],S earch  E ngine  O ptimization
WHAT IS SEO? (CONT’D)
WHAT IS SEO? (CONT’D) ,[object Object],Webmaster Guidelines Bing: help.live.com/help.aspx?mkt= en-us&project=wl_webmasters  Google: www.google.com/support/webmasters Yahoo: help.yahoo.com/l/us/yahoo/search/basics/basics-18.html
AGENDA ,[object Object],[object Object],[object Object],[object Object],[object Object]
UNIVERSAL SEARCH ,[object Object],[object Object]
SNIPLETS PRESENTATION ,[object Object],[object Object],[object Object],Y! Search Monkey: developer.yahoo.com/searchmonkey/  Google Rich Sniplets: microformats.org/wiki/google-search
AGENDA ,[object Object],[object Object],[object Object],[object Object],[object Object]
SITE CRAWLING ,[object Object],[object Object],[object Object],[object Object],[object Object]
SITE INDEXING ,[object Object],[object Object],[object Object]
SITE RANKING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
AGENDA ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ranking Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],$lumps  = array (  ‘L’  =>  ‘Links’ , ‘ U’  =>  ‘URL’ , ‘ M’  =>  ‘Meta Tags’ , ‘ P’  =>  ‘Page content’ , ‘ S’  =>  ‘Sitemaps’ ) ;
[object Object],LINKS ,[object Object],[object Object],[object Object],mysite.com
LINKS (CONT’D) ,[object Object],[object Object],[object Object],[object Object],[object Object],About page rank: www.google.com/corporate/tech.html
URL STRUCTURE ,[object Object],Considerations for URL Avoid big number of parameters Keywords in URL
URL STRUCTURE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],<head> <link rel=“canonical” href=“http://www.mysite.com” /> </head>
META TAGS ,[object Object],<head> <title>eBay Daily Deal: Great items, deep discounts, and free shipping</title> <meta name=“description” content=“Attention dealhunters: Save money on eBay with the Daily Deal. Check back every day for great items, deep discounts, and free shipping.”> <meta name=“keywords” content=“deal, deals”> </head>
TITLE TAG FORMULAS  ,[object Object],[object Object],[object Object],[object Object],Informative Page Tag: [Primary Keyword] – [Action Words] [Secondary Keyword or Keyword Variation] [Brand or Company Name] Product Page Tag: [Product Name] – [Action Words] [Secondary Keywords or Keyword Variation] [Brand or Company Name] Example: Nintendo Wii – Buy Wii Game Console on eBay
META TAGS Does the result inspire a click?
PAGE CONTENT & ELEMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object]
PAGE CONTENT & ELEMENTS (CONT’D) Use semantic HTML <h1>My Article Title</h1> <p>Scientist reported Wednesday…</p> <span class=“heading1”>My Article Title</span> <p>Scientist reported Wednesday…</p>
SITEMAPS ,[object Object],[object Object],XML Sitemap <?xml version=&quot;1.0&quot; encoding=&quot;UTF-8&quot; ?>  - <sitemapindex xmlns=&quot;http://www.sitemaps.org/schemas/sitemap/0.9&quot;> - <sitemap> <loc>http://listing-index.ebay.com/sitemap_google_auction_intl_AU_2009060315_672001_1001.xml.gz</loc>  </sitemap> </sitemapindex>
SITEMAPS (CONT’D) ,[object Object],[object Object],[object Object],[object Object]
AGENDA ,[object Object],[object Object],[object Object],[object Object],[object Object]
Free Tools Search engine web tools Google webmaster Tools: www.google.com/webmasters/ Yahoo Site Explorer: siteexplorer.search.yahoo.com Bing Webmaster Center: www.bing.com/webmaster
FREE TOOLS (CONT’D) ,[object Object],Web developer toolbar Web developer toolbar: chrispederick.com/work/web-developer
Free Tools (CONT’D) Keyword research tools Google Search Insights: www.google.com/insights/search/
FREE TOOLS (CONT’D) Keyword research tools
FREE TOOLS (CONT’D) Microsoft excel ad intelligence plug-in Microsoft Ad Intelligence: advertising.microsoft.com/search-advertising/advertising-intelligence
CONCLUDING THOUGHTS ,[object Object],[object Object],[object Object],[object Object]
MORE INFORMATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
LEARN AND SHARE ,[object Object],[object Object],[object Object],[object Object],LEARN AND SHARE www.x.com Twitter: @paypalx www.facebook.com/paypalx Innovate 09 hashtag: # ppxi09 Proprietary

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SEO 101: Tips and Tricks for Search

  • 1. SEO 101: TIPS AND TRICKS FOR SEARCH Dennis Goedegebuure, Natural Search Marketing Specialist
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  • 4. WHAT IS SEO? (CONT’D)
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  • 21. META TAGS Does the result inspire a click?
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  • 23. PAGE CONTENT & ELEMENTS (CONT’D) Use semantic HTML <h1>My Article Title</h1> <p>Scientist reported Wednesday…</p> <span class=“heading1”>My Article Title</span> <p>Scientist reported Wednesday…</p>
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  • 27. Free Tools Search engine web tools Google webmaster Tools: www.google.com/webmasters/ Yahoo Site Explorer: siteexplorer.search.yahoo.com Bing Webmaster Center: www.bing.com/webmaster
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  • 29. Free Tools (CONT’D) Keyword research tools Google Search Insights: www.google.com/insights/search/
  • 30. FREE TOOLS (CONT’D) Keyword research tools
  • 31. FREE TOOLS (CONT’D) Microsoft excel ad intelligence plug-in Microsoft Ad Intelligence: advertising.microsoft.com/search-advertising/advertising-intelligence
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